The third largest segment of churners was frustrated by usability issues and bugs which we haven’t solved yet.
“Your recordings never worked. I was tired of getting a canned response that you’re working on the software, but it’s been over a year.” - User feedback
“My client did not see the value in it. Personally, I would love to continue using it for him - I think it gives us great insights.” - User feedback
Interestingly, our main competition—what our customers leave us for—offers even less value.
What is our main competition, you might ask?
When customers stop paying for Hotjar, many of them just stop monitoring their websites. They literally stop understanding their user behavior or collecting feedback. Which means our biggest enemy is inertia.
It’s easier to do nothing than to try something else. And the more effort we ask of our customers, to figure out how to use our product and analyze the results, the more inertia wins.
“I just want to install it (on Wordpress) and track where visitors are going across my site. I don't want to have to create separate pages for Hotjar to monitor; I just wanted to follow and monitor where people enter my site, what they click on and where they leave. It wasn't easy to do that with Hotjar.” - User feedback
David says half of the concerns and wishlist items customers tell us about are already part of Hotjar’s vision; we just haven’t been able to ship them yet. Which means that the value we’d like to offer is not completely accessible.
That’s on us.
And in a future post, I’ll tell you how we are going to address each of these issues.
How are you tackling revenue retention?